How you solicit feedback matters.

My favorite financial institutions recently launched a new 401K experience.

As part of their redesign, they also included a new customer feedback form. Which, frankly, is a great idea. Most organizations don’t even bother to measure the new experience’s effectiveness.

Unfortunately, their approach to collecting feedback needs some work.

Specifically,

• Taking the survey is confusing, and
• The data being collected is not actionable

The good news is that it is easily fixable.

Case study

To protect the innocent, I have blinded the case study. You can download the case study here.

Collecting-User-Feedback-Case-Study

Key takeaways

Including a customer feedback survey, as part of the redesign, is a good idea.

However, for the survey to be valuable, it must be easy to take and produce actionable insights.

To do so, we recommend the following three step approach:

1. Define success metrics for the most important user tasks / journeys (sample metrics included)
2. Redesign the survey for ease of use and actionable insights (sample survey included)
3. Put in place a mechanism to review feedback and continuously improve the experience

And additional metrics to consider if the financial institution decides to go beyond just collecting first hand user feedback.

Happy building!!

Disclaimer: Analysis is based on publicly available information only. I have no inside information. The financial institution may have already considered these solutions and / or are in the process of putting it into action. All images are illustrative.